Our client, a cannabis facility based near Gatineau, QC, is seeking a Director of Commercial and Marketing. This individual will be responsible for the performance of a marketing mix called 4P: Product, Pricing, Place, and Promotion strategies.
Responsibilities:
With the support of the team, this individual will actively manage an extensive portfolio of existing and to-be-developed products by:
• Carrying out market studies and ensuring continuous competitive intelligence in various markets
• “Growth hacking” to accelerate the acquisition of new users
• Positioning the company and its various products from a unique angle in the face of competition
• Defining pricing strategy in collaboration with the Sales team
• Leading the redesign of the company's brand identity
• Managing brand architecture and ensuring that marketing tools comply with it
• Creating and managing the presentation and communication tools of each product range
• Working with stakeholders to create marketing plans to support new product launches
• Leading a website redesign project
• Creating and following a marketing budget
• Creating content, including social media posts, videos, photos, emails, and other forms of communication tools, to facilitate product adoption and customer acquisition
• Managing all aspects of digital marketing
• Creating promotional material and overseeing the creation of demos
• Contributing to the development of a user experience that customers love
• Developing and managing strategic partnerships
• Developing and executing product mix strategy for each market
• Providing and leading all input market data trends into development strategies and operations initiatives to support innovation and achieve business objectives
• Improving the current process of product development to achieve better efficiency
• Developing marketing and brand strategies that align with company goals and objectives; overseeing the continued development of the company’s brand and brand reputation strategy
• Effectively managing the product portfolio, including taking innovative products to market, maximizing share of shelf, and maintaining a diverse suite of products
• Building a team capable of delivering advanced analysis of trends and changes in the competitive environment to mitigate risks and support positioning
• Controlling the cost and managing the budget of the department, as well as controlling cost for agency sales marketing (e.g., BTI)
• Understanding market demand in relation to existing product performance, needed improvements, and impacts upon new product development decisions to communicate this information to the team and inform on development needs and initiatives
• Participating in the Stage-Gate process, sharing information with Product Management to support business case analyses and feasibility assessments related to new products and innovation.
Qualifications:
• 10+ years of strategic executive level experience working in a highly regulated industry; experience in CPG is an asset
• Ability to work on multiple projects and adapt to changing priorities
• Strong organizational and planning skills
• Innovative mindset
• Ability to lead others through ambiguity, change, and challenge
• Proven ability to influence, collaborate, and communicate effectively with all levels of a cross-functional organization
• Commitment to meeting the goals of the team and company in a fast-paced and fast-changing industry and business environment
• Demonstrated leadership and management abilities with the ability to grow, engage, and mentor a team
• Bilingualism in French and English
• Ability to work at the Gatineau office 3 days a week and at the Toronto office once a month
